Simone: ''You'd rather do it really well for a smaller club of 'fans' than build a campaign or content strategy that just doesn't appeal to everyone. Those who choose, are chosen.''
Simone Maas is knowledge holder of the Lifestyle Finder. As a creative strategist at Insiders, she uses the Lifestyle Finder in her strategy projects. In the working session Goals and target groups, the lifestyle finder is central, and the model often comes up in content strategy sessions as well. Simone: ''You'd rather do it really well for a smaller club of 'fans' than build a campaign or content strategy that just doesn't appeal to everyone. Those who choose, are chosen.''
The basis of the Lifestyle Finder: the BSR™ model
The Leefstijlvinder is the target group segmentation model for the Dutch leisure sector. It is a rich model, based on up-to-date data from qualitative and quantitative Dutch research. The data incorporates various demographic characteristics - but these do not play the biggest role in the model, because the Leefstijlvinder assumes that the interpretation of leisure time is the most important.These are motives that say nothing about age or place of residence, but do reveal the needs of visitors. At the basis of the lifestyle finder is the BSR™ model: the scientific lifestyle model by MarketResponse that provides insight into these motives.
This is how we apply the Lifestyle Finder for Almere
The cooperation with Almere Citymarketing is a great example of a successful lifestyle finder project, Simone thinks. ''We chose three lifestyles: the Adventure seeker, Harmony seeker and Fun seeker. For each lifestyle, we developed a content plan with original storylines. For example, for the Harmony Seeker it was Share Minded: focused on fun, joint activities in Almere.
The storylines were completely optimised for the lifestyles and the offer, including appropriate tone of voice and visual language.'' For a number of Almere's online campaigns, geographic targeting was also used based on lifestyles.''We focused on five provinces and looked in which cities the adventure seekers, harmony seekers and pleasure seekers featured prominently. There, we showed Lifestyle-optimised ads.'' With results: the campaign reached around 300,000 people.
Sharing knowledge, making impact
As a knowledge holder, Simone regularly joins advisory meetings with MarketResponse, the research agency behind the Lifestyle Finder. ''Insiders is a partner of the Lifestyle Finder and involved in the advisory group. We look at the research questionnaires from our expertise in the field of destination marketing. Are the questions relevant enough for DMOs and marketing? If not, we give advice to optimise the questionnaire.'' Simone also regularly gives workshops, knowledge sessions and master classes on the Lifestyle Finder. These tailor-made sessions are a nice mix of the interesting theory behind the model and practical applications. For example, she advises entrepreneurs on how to apply lifestyles to their offerings. ''These sessions are what I enjoy most about working with the Lifestyle Finder. They are projects that are about co-creation: we choose together and translate them into practice. That like-minded approach gives a lot of energy.''
“At Insiders, we implement the Lifestyle Finder in our own unique ways throughout our projects. For example, we develop the tone of voice and visual language for each lifestyle ourselves.”
Simone Maas
Leefstijlvinder Live: the event for the leisure sector
The Leefstijlvinder Live Event is for seasoned Leefstijlvinder connoisseurs as well as curious beginners. Insiders organises this day together with five partners and the National Data Alliance. Simone: ''During this inspiring day, you will learn how to use the Leefstijlvinder model to make smart choices in policy, marketing and leisure offerings. For example, you can participate in a copywriting workshop for the Leefstijlvinder. With those tips and tricks, you can start working on your content in a very practical way.''
Also want to work with the Lifestyle Finder?
At Insiders, we believe in the power of choice. The lifestyle finder helps us make those choices clear and then translate them into catchy campaigns and targeted content. In other words, into meaningful experiences for the right target group. Are you ready to choose (too)? Simone can't wait to get started for your destination.
Get in touch with Simone